This third instalment of the “Why & How” series examines the changing role of weekly markets in contemporary towns and cities, with a particular focus on Brussels. Produced in 2017, this publication combines historical analysis, economic data, field observations and practical recommendations for market managers and local authorities.
Versatility that meets consumer expectations
Historically, markets were at the heart of economic activity in towns. However, the growth of fixed-location shops, supermarkets, the increased use of cars and new lifestyles and consumption patterns has gradually diminished the role they once played as a driving force of retail.
To adapt, markets have changed certain aspects of how they operate: diversifying opening hours, moving to new locations, modernising their range of products and even developing themed ranges (organic and artisanal products, etc.). These adaptations reflect the changing expectations of consumers, who are no longer simply looking for products at low prices, but also for a shopping experience, a connection with the retailer, more responsible consumption, and so on.
A major economic, social and environmental driver
The publication shows that markets generate benefits that go far beyond the purely commercial sphere. They help to bring neighbourhoods to life, attract visitors, create opportunities for entrepreneurs and also play a vital social role.
Indeed, these are places where people from different generations, cultural backgrounds and social groups come together. By encouraging human interaction, they help to foster a sense of community within a neighbourhood and the sense of belonging that residents may feel towards it.
More recently, markets have also established themselves as tools for raising awareness of the ecological transition. They promote short supply chains, support local producers, sometimes cut out certain intermediate stages in the distribution process, and enable the public to adopt more sustainable consumption patterns.
The contemporary market thus appears to be a space capable of generating economic, social and environmental benefits all at the same time, which explains the renewed interest it is attracting from urban authorities.
Planning, organising, promoting: a guide to a successful market
To ensure the success of a market in a city such as Brussels, the guide emphasises the need to put in place a proper strategy. Therefore, before setting up or reorganising a market, it is essential to analyse residents’ needs, consumer habits, existing competition and the specific characteristics of the neighbourhood in question. This analysis should help to define a clear positioning and a range of products and services tailored to the target audience.
Next, there is the question of governance. The most effective management models identified in the publication demonstrate close collaboration between local authorities, itinerant traders, local organisations and residents. This participatory approach makes it possible to identify expectations more effectively, to foster a greater sense of ownership of the project and to ensure the market continues to evolve. Ultimately, organising cultural activities and themed events, developing additional services and effective communication are all tools that can be used to enhance the appeal of markets, which, beyond simply being places of trade, will become genuine spaces for residents to enjoy and experience life.
